Presentation on theme: "Ch. 1 Consumer Behavior vs. Marketing Strategy"— Presentation transcript:
1Ch. 1 Consumer Behavior vs. Marketing Strategy What is Consumer Behavior?The dynamic interaction of affect and cognition, behavior, and environmental events by which human beings conduct the exchange aspects of their lives.The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
2Why Is It Important?“The purpose of a business is to create and keep a customer.” -- Ted LevittEx: Federal ExpressA deep understanding of consumers is extremely useful for developing effective marketing strategies.Ex: Pizza, CoffeeIt is also important to public policy makers.
3Marketing organizations Government and political organizations Relationships among Action-Oriented Groups Interested in Consumer BehaviorMarketing organizationsMarketing strategiesPublic PolicyGovernment and political organizationsConsumer activitiesConsumers
4Marketing StrategyA plan designed to influence exchanges to achieve organizational objectives.Typically, a marketing strategy is intended to increase the probability or frequency of certain consumer behaviors.External InfluenceConsumer BehaviorMarketing StrategyInternal Influence
6Overall Model of Consumer Behavior 1-5EXTERNAL INFLUENCESCultureSubcultureDemographicsSocial StatusReference GroupsFamilyMarketing ActivitiesExperiences and AcquisitionsSITUATIONSProblemRecognitionInformationSearchAlternative Evaluationand SelectionOutlet Selectionand PurchasesPostpurchaseProcessesSELF-CONCEPTandLIFESTYLENeedsDesiresINTERNAL INFLUENCESPerceptionLearningMemoryMotivesPersonalityEmotionsAttitudesExperiences and Acquisitions
7Cultural anthropology Approaches to the Study of Consumer BehaviorApproachInterpretiveCore DisciplinesCultural anthropologyPrimary ObjectivesUnderstand consumption and its meaningPrimary MethodsLong interviews & focus groups
8Approaches to the Study of Consumer Behavior (cont.) TraditionalCore DisciplinesPsychology & SociologyPrimary ObjectivesExplain consumer decision making and behaviorPrimary Methods??
9Approaches to the Study of Consumer Behavior (cont.) Marketing ScienceCore DisciplinesEconomics & StatisticsPrimary ObjectivesPredict consumer choice and behaviorPrimary Methods??